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A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
A Process View on Social Media
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A Process View on Social Media

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Ric Dragon’s organization is DragonSearch, one of the best boutique SMM (social media marketing) and SEO agencies in New York. Ric appeared on the Business901 podcast, Using Lean Thinking in Social …

Ric Dragon’s organization is DragonSearch, one of the best boutique SMM (social media marketing) and SEO agencies in New York. Ric appeared on the Business901 podcast, Using Lean Thinking in Social Media. He recently authored Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever. This is a transcription of the podcast.

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  • 1. Business901 Podcast TranscriptionImplementing Lean Marketing Systems An Insider’s View on Social Media Guest was Ric Dragon Related Podcast: Using Lean Thinking in Social Media Using Lean Thinking in Social Media Copyright Business901
  • 2. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsCEO and co-founder of DragonSearch, Ric Dragon has more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. He is a sought-after speaker, having spoken at numerous marketing and technology conferences. Ric is also a regular guest columnist for Marketing Land, and Social Media Monthly. Ric has unique insights grounded inmarketing, process methodologies (such as Lean), Social Mediaand traditional web know-how. This is a process that isrepeatable, improvable and documented in his new book, SocialMarketology: Improve Your Social Media Processes and GetCustomers to Stay Forever. Ric also has another eBookpublished: The DragonSearch Online MarketingManual.DragonSearch is one of the best boutique SMM(social media marketing) and SEO agencies inNew York. They help companies use existinginternal resources to monetize their investmentin social and have extensive resources if youwish to outsource certain activities.DragonSearch provides real teams that stay ontop of the latest changes in an ever and quicklychanging industry, providing an integratedholistic approach to online marketing tomaximize your investment and to provide measurable results. Using Lean Thinking in Social Media Copyright Business901
  • 3. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Transcription of PodcastJoe Dager: Welcome everyone. This is Joe Dager, the host ofthe Business901 podcast. With me today is Ric Dragon. He hasmore than 16 years of experience in online marketing, andsoftware development. He is theco-founder and CEO of Dragon Sponsored bySearch, where he has led socialmedia strategy for Stuban, TheGrammy Foundation, and manyothers.Ric, I would like to welcome youand congratulate you on yournew book, "Social Marketology,"and for the fact that you wrotea book on social media and gotpast content is king.Ric Dragon: Thank you. Thank you, delighted to be here.Joe: One of the things that set you apart, and maybe this is whywe did not get into that content is king issues, is that you are asocial media guru, but youre schooled in fundamentals like SMOand SEO. Why is that important?Ric: All the three-letter acronyms for sure. I guess one thingthats fundamentally different about our approach to socialmedia. Here is that my background, in that Web developmentand application development world, very, very early on, welooked at it, and we said, "Wow, all these projects fail all aroundus." Everybody doing large software projects, the failure rate wasso high, and we really got very passionate about discoveringways of overcoming the failure rate of those types of projects.We looked around. I dont know if you remember a companycalled James and Martin Co. Using Lean Thinking in Social Media Copyright Business901
  • 4. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsJames Martin, an Australian fellow, had developed the processlibrary that was eventually acquired by Computer Associates andformed their process libraries for Web development, and today isstill a lot of the fundamental basis of a site called Ganthead.Which Ganthead is every project managers playground on theWeb, so, a lot of good processes. That started us off in the wholeprocess improvement methodologies school if you will.Then as were digging around in that world, we discoveredCapability Maturity Model for software coming out of the CarnegieMellon Institute.Of course, that was developed particularly on bequest of the...Ithink it was Department of Defense who was experiencing a lot offailure rates with software projects, and trying to figure out whyand how we can overcome this.That was fundamentally about creating documentation and animprovement cycle, if you will. Of course, this leads you intoevery other software or process improvement methodology outthere in the world that weve played with, Six Sigma, Lean, andwhatnot. So, I have a very strong grounding in that world.When social media came to be something, about five years agowas when it really started becoming a viable use in marketing,were like, "Well, how do we bring a process to this?" That wasour first impulse.We started developing processes or process framework for socialmedia very early on, which is where my entire tangent in thebook comes from.Joe: Thats what your books about. Its not about softwaredevelopment. I want to mention that its an easy read that youcan read it even if youre not a process methodology guy, or if Using Lean Thinking in Social Media Copyright Business901
  • 5. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsyoure not a technical software developer. Its the middle groundof taking messages and making sense to the common guy.Ric: Sure, sure. Whats interesting, and its the same with a lotof process improvement methodologies, you see something likethe OODA loop, observe, orient, decide, act. Its so simple. Ifanything, as we were working through a lot of it, some of thethings seemed so painfully obvious and simple. The first step insocial marketology framework is desired outcomes, reallystopping and identifying what you want to come out of things. Itsounds so utterly simple, and yet its something that so manymarketing and digital marketing projects fail to do.Joe: Hardly, anybody does that. I mean, I dont want to say thatand, Ive got to watch myself in tongue and cheek. But thedesired outcomes, they may say, "We want this," or, "We wantthat," but its kind of that message of how does a company startbecoming social? "We created a Facebook page."Ric: Right, right, which is terribly butt backwards.Joe: Yes, yes. Then theres nothing on it, and nobody is beingsocial. Then all of a sudden someone writes something on it, thatis maybe not so social, and, "Social media has all these people onit, and blah, blah, blah," and then they sour on it quickly.Ric: Right. Well, the other thing that emerged from our workwas, there was a discovery in a way to sort of understand as wedove into this in trying to develop a framework that we couldshare with other marketers, was when you say a social mediamarketing project, you could be talking about one of at least fivedifferent types of projects. Not all projects are the same. Thatsreally a core, fundamental element that needs to be understood.If I am going to be doing brand management for an organizationthrough social media, and doing community management, thatssuccinctly different than the type of social media project where Using Lean Thinking in Social Media Copyright Business901
  • 6. Business901 Podcast TranscriptionImplementing Lean Marketing Systemswe might be doing influence or outreach, for instance, orcommunity development, totally different types of projects.Joe: In your book, do you cover each?Ric: Yes, it covers at least five of those.Joe: Is there more?Ric: Probably.Joe: But you got the majority, right? Youve got that 80 percent?Ric: I dont know. This is so exciting to me and part of what wasso exciting to me about writing this book was; we touch on somany different aspects of humanity. We get into psychology, thepsychology of influence, for instance, and all that goes intomarketing and psychographics and whatnot. We get into thehistory of marketing. We get into group formation and groupdynamics. There are so many different elements of whatsinteresting about people that go into social media. So, theres noend to it.I think as we go along with social media, certain things areemerging that still surprise some of us. I dont think any of us insocial media marketing saw Pinterest coming.Theres going to be a whole new platform thats very image basedwhere people can curate images. Thats just going to take off likewildfire. It happened. It was amazing. Theres something about itthat appealed people. We dont know what. I have no doubt thatmore such things are going to emerge.Joe: Does everyone need to jump on the bandwagon and getsocial?Ric: Yes, they do. They do because it represents a fundamentalrevolution in business communications. Its turned the world Using Lean Thinking in Social Media Copyright Business901
  • 7. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsupside down. We havent seen this type of revolution in businesscommunication since the invention of the printing press. Thatcompletely transformed the political structure and the religiousstructure of Europe.Social media is such a huge change that organizations;businesses need to adapt, they need to get involved with it. Ifthey dont, the risk is that their competitors will gain hegemony intheir space that they wont be able to overcome.Joe: One of the problems that I struggle within explaining socialmedia, and we talk about collaboration, open innovation,co-partnering, and all these different things now, if your companyis built on the typical hierarchy structure, its pretty difficult to,then suddenly be social outside your company isnt it?Ric: Yes, it is. That traditional hierarchical structure in itself isinteresting. I think a lot of organizations that I look that still havethat traditional structure also have other cross-role structuresunderneath. I think when you really look at organizations, theyrenot just about one structure versus another, they often havemany different structures working together.Joe: There are self-directed directed teams or self-formingforming teams underneath that regular structure.Ric: Certainly, certainly. Now, of course, therere someorganizations that still, "Oh, we have to have this reportingstructure." But that reporting structure might just be for oneparticular role. It might be for HR accountability. When it comesto projects, for instance, it has to be a matrix formation.Joe: I want to get past this question because this is one thatbothers me, all right? I see every social media guru out theresaying youve got to get social; all our companies have to dothat, theres no choice. One of the major hurdles affectingbusinesses in becoming social is the internal IT function. When Using Lean Thinking in Social Media Copyright Business901
  • 8. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsyou hear the gurus spouting off, theyre not the ones that have tosupport that business networking function.Ric: Sure.Joe: OK? Whats a happy medium?Ric: Well, I do want to back up for a second because even thephrase, "social media guru," is something that I think we have toeschew. I think anybody who takes on that mantle and says wellIm a social media guru, or I am an expert as opposed to gee,Ive got expertise in this, should possibly be avoided, to someextent. This is such a nascent field is so revolutionary that all ofus are students and need to be autodidactic.We have to constantly be teaching ourselves and learning aboutthis. At the same time, though, when we look at the landscape ofpeople out there talking about social, there are people whovetaken on the role of being evangelists for social.For those of us in the field sometimes it gets a little old.Somebodys coming to the table and saying, "Gee guys, youvegot to get social."Cluetrain Manifesto was written 13 years ago, and it wasexhorting businesses, "Hey, you need to tear down these oldstructures, and let communication flow freely between theorganization and the world." Yet, there is still an amazing amountof organizations out there that have not adopted that attitude.The evangelical role in social media is important. There are still alot of C-suite folks out there who need to be convinced or taughtabout the importance and value of social.With that said, lets go back to the other part of your question,the fact that its getting owned by IT. Wow, therere so manyparts of that I wouldnt know where to start with the danger ofthat. Using Lean Thinking in Social Media Copyright Business901
  • 9. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIn other organizations, I see it being owned by marketing; I see itbeing owned by PR and communications, sometimes I see itowned by IT.Ultimately, I think social media, people who are talking aboutsocial business is the model that were going to ultimately need toadopt. Where the entire organization is social, and its not justowned by one department versus another. Now, were far fromthat.My book talks about social media marketing, in particular; Thatswhere we do assume that role. IT owning it? No.Joe: But, how do they keep it running? Lets face it. My site,from my home had a DDoS attack this weekend and thatsbecoming, it seems to me, more common.Ric: But, how is that social medias sort of department, if youwill?Joe: I wouldnt say its social media, but as we allow morefreedom on the net, and more freedom within our internal LANnetworks isnt that going to cause some problems of keeping thenetwork running?Ric: Well, I think that good IT people can create structureswhere you can be using Twitter on your desk. I have seen a lot oforganizations that are so locked down that people in theorganization cannot be on Facebook or Twitter. That is a problem.Basically, leadership needs to say, "This is important. Letsovercome these problems." They can be overcome. Plenty ofhigh-level organizations have overcome those problems. They canbe. They need to be.But to simply say, "Sorry, we cant let you on there because youmight tweet a link to something," no, thats training. Thats adanger even with email. Using Lean Thinking in Social Media Copyright Business901
  • 10. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsJoe: So, youre saying that there just needs to be a process, ineffect, and some guideline given, but that you can allow thesenew social media networks and the new interest. "Oh, thisPinterest just came out. Let me try this." That can still happenwithin a work environment.Ric: Certainly. I would even go so far as to say it needs to. Thevalue that it can bring to an organization, when its backed bygood structure and good process is immeasurable.Joe: Is there anything that you would say maybe wouldforewarn someone to say, "Dont take this plunge withoutknowing this," or something?Ric: Well, there are some fundamentals that I think everyorganization, whether they feel theyre totally ready for socialmedia; they need to do no matter what. One of them is that theyneed to go out there and take ownership of their name space.They need to own profiles in their name. We saw the instance ofNetflix creating a new product, or a whole new business line witha different name, and somebody owned the Twitter handle. Theyshould have made sure that they owned their real estate first. So,thats very important. Thats just good brand management.The second thing, you need to be monitoring. You need to belistening. Therere a lot of good social media monitoring tools thatallow you to manage or monitor your own brand name, tomonitor your competitors, to monitor your product space or yourservice space.Good monitoring needs to happen. That could be a function of PRand communications, or whoever owns marketing. That needs tohappen.The third thing that definitely needs to happen in every singleorganization, is they need to have policy in place. Because even ifthe organization isnt ready to have their own Facebook presence, Using Lean Thinking in Social Media Copyright Business901
  • 11. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsfor instance, that doesnt mean that Joe down in sales hasntalready started it. So, lets have policy and training.Joe: You bring up a good point, one that leads into my nextquestion. Can you be just as effective on other peoples sitesversus just always creating your own and trying to takeownership of a platform?Ric: Theres so much value by having your own home base. Wecan even take that concept further to the concept of the blog. Byhaving a very strong blog that becomes the hub for all your othersocial media activities. Each of those social media presencesbecome a hub for your communication with people on thoseplatforms.Joe: You feel blogging is still important.Ric: Blogging is central.Joe: Thats interesting because blogging is kind of the granddad,isnt it, to social media?Ric: It is. In fact, whats interesting is on all the research Ivedone, is the whole concept, and the social-media ethos ofauthenticity and transparency really came from the bloggingworld. It wasnt really in social media. The first social mediaplatforms were all about people pretending to be other people. Ifyou remember that famous cartoon on the Internet, nobodyreally knows youre a dog. It was so prevalent for people to bepretending to be something other than what they were.When blogging came along, and it started to compete with realjournalism, the ethic of being transparent was very, veryimportant.Joe: We just ran across some people putting up fake LinkedInprofiles, and fake Twitter accounts, and professing to be someone Using Lean Thinking in Social Media Copyright Business901
  • 12. Business901 Podcast TranscriptionImplementing Lean Marketing Systemstheyre not and not being very transparent. How do we knowthats not happening?Ric: It definitely is happening. But the risk to an organization toparticipate in those types of tactics is far too great. If youremember the BP oil spill and the folks at BP did something that30 years ago would have been considered fairly innocuous. Therewere some photographs, or video footage of their control centerwhere they had all of these monitors and video monitors showingpictures of the ocean floor.The reality was they only had a few video monitors live. In orderto make it look like the control room was more active they photo-shopped in some other screens. That became discovered.Somebody said, "Hey, in fact, its bad Photoshop work."The blow to their credibility was so great that it was utterlyludicrous for them to even try to do such a thing. The same thingis true if Chick-Fil-A was in fact, guilty of creating fake Facebookaccounts in order to counter their critics. The blow to theircredibility is too great.So, its extremely important to maintain a very high standard ofethics in social media.Joe: You lay out a platform on how to go about this. Youre aprocess guy, from reading your things and following you. Can youbriefly describe the platform that you outline in the book?Ric: Sure. The framework is fairly simple. We start with having avery clear understanding of our desired outcomes, as I mentionedbefore. Doing that piece of work is the very first part of theproject. Its interviewing stakeholders. It’s understanding anorganizations bigger purpose, their vision, their values, theirculture, documenting these things and talking about the goals,objectives and particular metrics that represents that success. Using Lean Thinking in Social Media Copyright Business901
  • 13. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsI just picked up the book, recently, "What Sticks," which I thinkcame out a few years ago.The author of "What Sticks," in fact, the very first fundamentalelement that they speak about is the need for marketers to reallyhave a better understanding of what the goals and objectives, ordesired outcomes are of their programs.They identified that as being one of the leading causes of failurein marketing. So, thats the first element in social marketology.We need to understand that and document it. Then were able toshare that with whoevers doing social media on behalf of theteam.The second element is having a better understanding of yourbrand voice and personality. This we take on as a real task ofunderstanding that, again, interviewing stakeholders,understanding the bigger organization.The idea that a brand can have personality is a concept that cameout in Madison Avenue in the 60s, and its pretty well proven thatpeople do project personality onto brands.So how do we take the reins of that and use it better so that, asthe entity of the brand is talking one on one with people, that thevoice is clear and clearly articulated?Joe: What youre saying is that we really have to understandwho we are.Ric: Exactly. This is beautiful, we go from desired outcomes, wego to understanding who we are. Then we look outwards, andwho is our audience? We do a piece of work that we call"micro-segmentation." Now, micro-segmentation, were not justlooking at the old fashioned segments of yesterdays marketing."Gee, soccer moms in Westchester who have a masters degree."Were going even deeper than that. Using Lean Thinking in Social Media Copyright Business901
  • 14. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIf we look at people, for instance, who like animals, perhaps Imselling animal figurines. Ill go into the world of people who likewild animals, African animals, people who support elephantpreserves. We go into domestic animals, and all the differenttypes. We get into dogs, and we can get into breeds.Finally, we reach a point of granularity that were talking aboutthe Airedale Terrier Kennel Club of greater Duluth, Minnesota,that type of granularity.This piece of work is brainstorming. It results in an indenteddocument which becomes a framework for all of our social mediawork because we can iterate through these variousmicro-segments to find out where we can start to getengagement within their communities.We can then research our micro-segments to find out where theircommunities are, and in fact, research those communities doingwhat we might call "on-line ethnography," or its been termed"net-nography," analyzing and studying on-line communities.Joe: And this is not rocket science to do, is it?Ric: Absolutely not. Of course, as we study these communities,we start to see what these people are talking about. We can startto engage that community or become part of that community,perhaps even becoming influential in that community. Thats thewhole community stage of the process framework. After thecommunity stage, weve done the study, we can identify whosinfluential within these communities or outside of thesecommunities. Then we can focus on the influencer piece of work,where we identify lets say a set portfolio of influencers.We really work hard to engage those people. We follow theirblogs. We comment on their blogs. We do what we call the"influencer project," where we can really get involved with thosepeople. Using Lean Thinking in Social Media Copyright Business901
  • 15. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsFor some organizations, particularly in B to B, you might totallyput all of your social media energy into that type of influence orproject.Because, lets say if you sell antibiotics for poultry. Well, therereonly five people in the world that you really need to talk to, ormaybe 10 or 20. Its a pretty small audience. So you can reallyfind out whose influential in that world and try to speak withthem directly.After youve gone through this process, youve looked at yourdesired outcomes, youve done your brand voice and personality,youve done the micro-segmentation, youve studied thecommunities, and you’ve studied the influencers. At that point,you can put together an action plan.Your action plan can be based on a lot of different elements ofwhat your marketing objectives are, different types of plans thatyou can put together. Then, of course, measure, study, reiterate,and come back around and do it again.Joe: I can get rid of a real lot of waste in the process becauseIm not marketing to this huge, wide-open funnel. Im marketingto a cylinder, just about.Ric: Exactly, exactly. The other beauty of it, and you can bringin some of the Scrum tactics, for instance, that we use internally,where were creating stories around our users. It is extremelyuser-centric, and trying to add value to the people out there intheir communities.Joe: I think thats a key thing that I enjoy is, I think, where youfind your marketing voice and where you find your niche, isthrough user stories, if you really pay attention to them. Userstories are neat anymore, because theyre not just writing a userstory. You can record them and gain so much richness out of auser story. Using Lean Thinking in Social Media Copyright Business901
  • 16. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsRic: Because weve done all that work in really looking at ourcommunities, and being able to pull that information from thesocial stream, its so much easier and richer than it would havebeen lets say 30 years ago.Joe: What I like about this, more than anything, Ric, is the factthat its common sense. You can explain it in audio. Its not thatdifficult to understand. Im sure theres a lot more, using one ofyour terms, granular work in place to do that with. But I walkaway from that saying, "I already know that."Ric: Thank you, Joe. I think it is fundamentally simple. I dontthink its rocket science or rocket surgery. Details, the difficulty ofanything, are in juggling all the different parts, and making surethat you keep an eye on the bigger picture. I think what canhappen for all of us at times, particularly in doing these types ofprojects, is we get so focused on the miniscule and themicro-picture, and weve stopped looking at the bigger picture.Joe: Should I expect immediate results? How do I sustain thiseffort? Because, if I dont see a return on it, if I dont seeanything, whats some good signs that say that Im movingforward?Ric: Well, this is one of the very interesting challenges of socialmedia marketing in general. Theres a tremendous amount ofdialogue around the idea that, what is the ROI of social mediamarketing? A lot of people are very, very focused on thetransaction. How much has my social media marketing efforts ledto a particular transaction, so that I can say, "Well? We made thisamount of money from it"?The challenge in that, actually, I think goes back to a lot of thefabulous thinking that we saw coming out of the 90s with morecomplex ROI or ROM-I models that emerged from lets saymarketing models, or even books like, "What Sticks." It wasnt sosimple. Using Lean Thinking in Social Media Copyright Business901
  • 17. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsSocial media contributes to so many different aspects of thecustomer relationship. Now, in a world where we see onmost-traded stocks, about 80 percent of companies value is inbrand equity, 80 percent.So, if we look at the value of marketing in that mix, anymarketing, not just social media marketing, how much ismarketing contributing to that overall value, not just intransactions?Therere also elements where these marketing efforts cancontribute to advocacy, and we have to measure back, well; howmuch does advocacy contribute to our bottom line? How muchdoes awareness contribute to our bottom line? Theres each ofthese aspects.So, the models for understanding the value or the ROI of socialand other marketing can be pretty complex.Now, the reality is, if were having the across-the-lunch-tablediscussion, a couple of beers, and youre going, "OK, Come on,Ric. How quickly is this stuff going to bring value to thecompany?" It is not overnight. Its not a quick fix.Social media marketing, to really start seeing returns, typically Isee projects of six to nine months, to even 12 months, before youstart seeing real tangible changes.Sometimes we can see it more quickly. It depends on thebudgets. But typically its a longer-haul thing. We look to othermeans of digital marketing for those quick fixes.Joe: It is something that it is not overly expensive to do. Itsresource-consuming, though, isnt it?Ric: It depends on the size of the organization. If you have anorganization thats spending $10 million a year on marketing, tospend $500,000 on social media marketing would be a pretty Using Lean Thinking in Social Media Copyright Business901
  • 18. Business901 Podcast TranscriptionImplementing Lean Marketing Systemshealthy budget, but not that much of the bigger spend. Theinteresting thing is that the majority of consumers are nowspending a preponderance of their time in social media, and yetwere still not shifting more of that budget over into social.Joe: I think also that goes to the fact that people dont reallyunderstand social, because when they shift the budget, they shiftthe thought process of advertising, and sending things out, andhow many links they send out, or how many Twitter messagesthey send out with that. Though some of thats accepted, therejust has to be a balance.Ric: Exactly. I think the word "balance" is beautiful, because Ithink what organizations and the C-suite need to adopt is abalanced scorecard approach to marketing that we dont want toput our entire marketing budget into promotions for theimmediate future. If were putting our entire budget intotransactional sales in the next six months, were not building thebrand equity or awareness aspect of things.If, on the other hand, we put too much of our budget into brandawareness and brand-equity work, were not covering our salesincreases for the next six months.I think the wonderful, beautiful job of a marketing strategist istrying to devise ways and create a balanced approach to thewhole thing, where each of these components is contributing tothe other component.Joe: Is there something that you would like to add that maybe Ididnt ask?Ric: You got me on surprise there, Joe. Therere so many thingsto add to this conversation, therere so many different parts ofthis conversation thats rich. I think when you start diving intosocial media as an endeavor; social media marketing, inparticular, the amount of richness is never-ending. When we first Using Lean Thinking in Social Media Copyright Business901
  • 19. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsstarted the conversation earlier today, you said, "How arethings?" Im just like, "Wow; its so busy." Theres so muchinteresting work to be doing and new approaches to things.One of the things we didnt talk about that I think is important formarketers to understand is we need to try to understand socialmedia in terms of the patterns of whats really happening.We have to try to get past the immediate frenzy of, "Oh, well itsFacebook," or "Its Twitter," or "Its Pinterest," and try to see thepatterns of behavior that people are engaging in.When we start to look at social media platforms and thesevarious behaviors, things like micro-gifting emerge. Things likecuration occur. Things like the sharing process.How can we then approach social media to enrich our activitiesfrom this viewpoint, as opposed to getting so bogged down in theconstant and never-ending change of these various platforms?Joe: You bring up a great point there, Rick. Im just going to askyou a quick question here. Should I go into this easily, and onlylook at one platform at a time, or should I jump into the middleof everything and start with three or four?Ric: Well, its going to change with different organizations, andwhat your desired outcomes are. Its very typical for us to, aswere creating a social media marketing plan, to see things interms of where were going to get our largest immediate gain. Solets just say were in a B to C environment, and we know thatthe majority of our audience and our communities are takingplace on Facebook. Were probably going to put 75, 80 percent ofour effort in the next three months in Facebook.Then well start migrating into Twitter or Pinterest, depending onthe types of products we sell, wherever were going to get themost leverage. Using Lean Thinking in Social Media Copyright Business901
  • 20. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsWe also want to look at ways that we can create trans-mediastorytelling bridging these various platforms. But yes, its true,were going to probably focus on one of those big four.Joe: I would like to thank you very much. Tell me where we canget your book, and is there a book website, and where cansomeone get a hold of you? Ill throw like three questions inthere.Ric: Well, thank you and all of them can be solved with going todragonsearchmarketing.com. At dragonsearchmarketing.com wehave a page for the book. You can contact me. You can read ourblog at our organization. Weve got a lot of wonderful bloggershere at DragonSearch contributing to the blog, and a lot ofinteresting conversations there.You can also find me; I think I own the top 50 to 100 results ifyou search on ricdragon without a "k" just R-I-C dragon onGoogle that I come up.Joe: Well thank you very much. This podcast will be available onthe Business901 blog site and Business901 iTunes store, so,thanks again, Ric. Using Lean Thinking in Social Media Copyright Business901
  • 21. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Joseph T. Dager Business901 Phone: 260-918-0438 Skype: Biz901 Fax: 260-818-2022 Email: jtdager@business901.com Website: http://www.business901.com Twitter: @business901Joe Dager is president of Business901, a firm specializing inbringing the continuous improvement process to the sales andmarketing arena. He takes his process thinking of over thirtyyears in marketing within a wide variety of industries and appliesit through Lean Marketing and Lean Service Design.Visit the Lean Marketing Lab: Being part of this community willallow you to interact with like-minded individuals andorganizations, purchase related tools, use some free ones andreceive feedback from your peers. Marketing with Lean Book Series included in membership Lean Sales and Marketing Workshop Lean Service Design Workshop Using Lean Thinking in Social Media Copyright Business901

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